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The Personification of Big Data

Part of: User-Centred Design

Published online by Cambridge University Press:  26 July 2019

Phillip Douglas Stevenson  and
Christopher Andrew Mattson

Abstract

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Organizations all over the world, both national and international, gather demographic data so that the progress of nations and peoples can be tracked. This data is often made available to the public in the form of aggregated national level data or individual responses (microdata). Product designers likewise conduct surveys to better understand their customer and create personas. Personas are archetypes of the individuals who will use, maintain, sell or otherwise be affected by the products created by designers. Personas help designers better understand the person the product is designed for. Unfortunately, the process of collecting customer information and creating personas is often a slow and expensive process. In this paper, we introduce a new method of creating personas, leveraging publicly available databanks of both aggregated national level and information on individuals in the population. A computational persona generator is introduced that creates a population of personas that mirrors a real population in terms of size and statistics. Realistic individual personas are filtered from this population for use in product development.

Keywords

PersonaPersona GeneratorUser centred designBig dataDesign methods
Type
Article
Information
Proceedings of the Design Society: International Conference on Engineering Design , Volume 1 , Issue 1 , July 2019 , pp. 4019 - 4028
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
© The Author(s) 2019

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